Nearly 68% of US marketers from companies with 100 or more employees will use influencer marketing in 2021.
And influencer and other paid content will represent 20% of US agency and marketing professionals’ digital ad budgets in 2021.

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Many marketers had long underestimated the value of creators in their marketing mix. That’s no longer the case. Most brands today have incorporated influencer marketing into their media plans, and many intend to allocate even more funds to the tactic this year.

The creator economy is expanding.

Influencer marketing 2021 forecast

According to our latest forecast, 67.9% of US marketers from companies with 100 or more employees will use influencer marketing in 2021, up from 62.3% last year. In 2022, that figure will rise to 72.5%.

“The pandemic has played a major role in driving wider adoption of influencer marketing,” said Jasmine Enberg, eMarketer senior analyst at Insider Intelligence and author of our latest report, “Influencer Monetization 2021.” “After an initial pause in spending in H1 2020, marketers quickly resumed and even increased spending, as budgetary constraints and studio closures curtailed traditional ad production.”

Between April 2020 and June 2020, the average monthly number of sponsored posts was down by 42.9% year over year (YoY), according to an analysis of 3.5 million Instagram posts by visual marketing platform Later and influencer marketing company Fohr. By December, however, that figure had bounced back as the number of sponsored posts that month grew by over 20% YoY.

This turnaround is in part thanks to many long-term shifts …read more

Source:: Business Insider


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